本文選題：網(wǎng)絡(luò)營銷　切入點(diǎn)：IdeaSkin公司　出處：《蘭州交通大學(xué)》2014年碩士論文

【摘要】：進(jìn)入二十一世紀(jì)以來,營銷模式從傳統(tǒng)的線下方式逐步步入基于網(wǎng)絡(luò)的新模式過渡。在網(wǎng)絡(luò)營銷的大時(shí)代環(huán)境之下,企業(yè)如何利用自身優(yōu)勢(shì)及所擁有的資源,如何與網(wǎng)絡(luò)觸電,成為大勢(shì)所趨。網(wǎng)絡(luò)營銷不能一概取代傳統(tǒng)的營銷方式,但未來的企業(yè),如果不能適應(yīng)網(wǎng)絡(luò)發(fā)展的趨勢(shì),勢(shì)必遭到淘汰。基于此,在傳統(tǒng)和新興的營銷模式之中,企業(yè)如何取舍營銷策略成為大多數(shù)企業(yè)面臨的新課題,甚至關(guān)乎企業(yè)的存亡。通過結(jié)合自身優(yōu)勢(shì),利用多種渠道有效地制定網(wǎng)絡(luò)營銷策略以期提升競爭力,節(jié)省傳統(tǒng)模式下因中間環(huán)節(jié)的集聚成本,IdeaSkin作為一家經(jīng)營消費(fèi)類數(shù)碼配件的新型企業(yè),要在激烈的市場競爭中脫穎而出,擴(kuò)大已擁有的廣闊用戶份額,不斷增強(qiáng)企業(yè)實(shí)力。本文在查閱大量國內(nèi)外相關(guān)文獻(xiàn)資料的基礎(chǔ)之上,采眾家所長,深入分析IdeaSkin公司在運(yùn)營中遇到的現(xiàn)實(shí)情況,進(jìn)行傳統(tǒng)營銷與現(xiàn)代新形勢(shì)下創(chuàng)新型營銷理論對(duì)比,采用理論聯(lián)系實(shí)際調(diào)研相結(jié)合的方法,從而選擇更符合IdeaSkin公司發(fā)展的方式開展探討。針對(duì)IdeaSkin公司在滿足形形色色、充滿十足個(gè)性購買意愿的消費(fèi)者及個(gè)性化需求的產(chǎn)品策略、基于網(wǎng)絡(luò)消費(fèi)者購買行為的網(wǎng)絡(luò)定價(jià)策略、便于網(wǎng)絡(luò)消費(fèi)者的網(wǎng)絡(luò)渠道策略、促銷層面等多個(gè)角度提出一些可行性的建議和方法。本文共分為六大部分,各個(gè)部分構(gòu)成分解如下:第一節(jié)為緒論,主要概括性介紹了本文研究的目的、意義、選題背景,所采用的研究方法、行文框架,同時(shí)簡單介紹了目前國內(nèi)外理論研究的現(xiàn)狀。第二節(jié)為網(wǎng)絡(luò)營銷相關(guān)理論綜述,主要介紹目前網(wǎng)絡(luò)營銷的基本概念和相關(guān)理論。第三節(jié)為消費(fèi)類數(shù)碼配件行業(yè)目前發(fā)展現(xiàn)狀,介紹渠道概況、網(wǎng)絡(luò)營銷市場規(guī)模及基本模式在消費(fèi)類數(shù)碼配件行業(yè)的應(yīng)用,影響消費(fèi)類數(shù)碼配件行業(yè)發(fā)展要素進(jìn)行描述。第四節(jié)為IdeaSkin公司營銷現(xiàn)狀,對(duì)IdeaSkin公司進(jìn)行優(yōu)劣勢(shì)分析,通過分析IdeaSkin公司的營銷實(shí)際情況,深入剖析所面臨問題。第五節(jié)為基于前節(jié)的分析,在策略探討后確立更符合本公司網(wǎng)絡(luò)營銷發(fā)展的策略,從滿足消費(fèi)者心理、渠道選擇、推廣宣傳策略上提出解決思路和方法。第六節(jié)為結(jié)論,提出不足,希望能對(duì)IdeaSkin公司的網(wǎng)絡(luò)營銷建設(shè)具有參考意義,再創(chuàng)輝煌。
[Abstract]:Since the 21 century, the marketing mode has gradually stepped into the new model based on the network from the traditional offline mode. In the era of network marketing, how to make use of their own advantages and resources, how to shock with the network. It has become the trend of the times. Network marketing can not replace the traditional marketing methods, but the future enterprises, if they can not adapt to the trend of network development, will be eliminated. Based on this, in the traditional and emerging marketing mode, How to choose and choose marketing strategy has become a new topic that most enterprises face, even related to the survival of enterprises. By combining their own advantages, making effective network marketing strategies through a variety of channels in order to enhance their competitiveness. IdeaSkin, as a new type of enterprise engaged in consumer digital accessories, has to stand out in the fierce market competition and expand its already vast user share. On the basis of consulting a large number of domestic and foreign literature, this paper analyzes the actual situation encountered by IdeaSkin Company in operation. Comparing the traditional marketing theory with the innovative marketing theory under the new situation, adopting the method of combining theory with practice investigation, so as to select a more suitable way for the development of IdeaSkin Company. The product strategy full of individual purchase will and individualized demand, the network pricing strategy based on the network consumer purchase behavior, the convenient network channel strategy of the network consumer, This paper is divided into six parts. Each part is divided into the following parts: the first section is an introduction, which mainly introduces the purpose, significance, background of this paper. At the same time, it briefly introduces the current situation of theoretical research at home and abroad. The second section is a summary of the related theories of network marketing. This paper mainly introduces the basic concepts and related theories of network marketing at present. The third section is about the current development situation of consumer digital accessories industry, the general situation of channels, the scale of network marketing market and the application of basic model in consumer digital accessories industry. The fourth section is about the current marketing situation of IdeaSkin Company, which analyzes the advantages and disadvantages of IdeaSkin Company, and analyzes the actual marketing situation of IdeaSkin Company. The fifth section is based on the previous section of the analysis, after the strategy discussion to establish more in line with the company's network marketing development strategy, from the satisfaction of consumer psychology, channel choice, The sixth section is the conclusion, the deficiency, hope can have the reference significance to the IdeaSkin company's network marketing construction, creates the brilliance again.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6;F724.6

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1 李未來;IdeaSkin公司消費(fèi)類數(shù)碼配件網(wǎng)絡(luò)營銷策略研究[D];蘭州交通大學(xué);2014年

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本文編號(hào)：1685121